The role of values and demographic characteristics on consumer decision-making styles, overall customer satisfaction and re-purchase intentions of retail consumers in Botswana

Abstract

The current study seeks to identify the role of values and demographic characteristics on consumer decision-making styles, and the implications on overall customer satisfaction and re-purchase intentions of retail consumers in Botswana. A structured questionnaire containing 80 items was administered to a sample of 390 male and 504 female retail consumers who were intercepted from various shopping malls in Gaborone and Francistown. The questionnaire also included questions on gender, age, income, education, occupation, and marital status. Data was analyzed using exploratory factor analysis, Cronbach Alpha, multiple regression and a series of t-tests. The research identified seven consumer decision-making styles that best describe the behaviour of retail consumers in Botswana. The styles that emerged include: Perfectionistic/high–quality consciousness, Fashion-hedonistic consciousness, Novelty consciousness, Confused by over-choice, Habitual buying, Price equals quality, and Time- Energy Conserving. However, only three of seven styles namely; Perfectionistic/high–quality consciousness, fashion-hedonistic consciousness and time energy conserving achieved a reasonable degree of reliability. The results further indicate that Perfectionism/high quality consciousness decision-making styles was more likely to be adopted by Botswana retail consumers who exhibit high levels of values such as recreation, sense of accomplishment, warm relationship with others and enjoyment in life when purchasing retail products. Time-energy conserving style was commonly adopted by consumers who attached high levels of importance to values such as self-respect, sense of accomplishment, excitement and warm relationship with others. Fashion-hedonism was adopted by retail consumers with high levels of self-respect, excitement and fun seeking and enjoyment in life values when purchasing retail products in Botswana. This thesis also reflects that Perfectionism/high quality consciousness was significantly adopted by female, young, more educated and married retail consumers. Fashion-hedonistic consciousness was common among female, old and married retail consumers. Time-energy conserving was found to be common among male, old and less educated retail consumers. Additionally, perfectionistic/high quality conscious consumers are more likely to be completely satisfied with retail products after purchase and will probably use the same style next time they go shopping. Fashion-hedonistic conscious consumers and time-energy conservers would be completely dissatisfied with retail product after purchase. Further analysis on the influence of consumer decision-making styles on re-purchase intention reiterate that perfectionism/high quality conscious consumers will probably use the same style next time they go shopping, while fashion-hedonistic consciousness consumers and time-energy conservers and will definitely not use the usual style of shopping when purchasing retail products. Overall, the results of this study facilitates a sound understanding of retail shopping behavior as well as the development of effective retail marketing strategies.